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red be brand social at AusCharm Vietnam presentation by Chris Elkin
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Be Brand Social… Hello! With Auscham VIetnam
We are a branding consultancy & marketing agency team inspired by the most social and loving colour of all
We create & shape unique brand personalities to form emotional connections with your customers across key touch-points
Proposal
Our senior team build long-term partnerships by keeping our promises
Connect with us at: red.tm/team
Our clients include challenger brands & blue chip brands, local & international
Proposal Read client case studies at: red.tm/work
Visit our blog at: brandbits.vn
Visit our website at: red.vn
Being Brand Social Let’s get started…
"Social media is like first-time sex. Everyone wants to do it. No one actually knows how. When finally done, there’s surprise it's not better." Avinash Kaushik, Google analytics evangelist
We are all in this together… consuming, producing and sharing ‘content’ from our lives, every minute of every day
A huge part of how we relate and connect with each other is through the ‘brand personalities’ we choose to express our own personalities
We crave meaning and strong relationships (emotional connections) with brands because it helps us to solve functional and emotional problems in life
The digital, social media channel is the most emotional and powerful communications channel ever…
…....Chosen, managed, and used to create our online personality…
Our smart phone, our laptop, our blog, our email, our bookmarks, our address book, our social network, our online community ...
Our customer’s path to purchase… (it used to be so simple…)
Our customer’s path to purchase… (now ‘digital social’ interrupts everything …)
So how can we integrate and use this digital, social channel to be brand social? 4 key steps + case studies…
Step 1 Know thy self… Define your “Brand Personality” (From the inside out)
Your brand is shaped by everything you do and say online… and by what everyone else says and shares about your brand
Step 2 Define your ‘Online Value Proposition’… ... Benefits, services, content and new experiences for your customers to share …Extending your core product / service…
“Online Value Proposition”…
“Online Value Proposition”…
Who are you actually speaking with online – what are their needs, wants, desires & habits? How can you satisfy them differently or better than your competition?
Step 3 Define & align your… Goals, Metrics, Tactics Plan & execute your traditional and digital touch points together
Fame Brand
Service Allure
CRM
content
Brand site
event
mobile content social
Licensed brand
paid search OOH
radio
tv sponsorship
UGC
PR
blogs review social
news
mobile
content
owned brand
earned consumer
paid media owners
camera
Media touch points…
brand
Fame Brand Service Allure
Thought Leadership
Define your Goals
Define your Metrics
Establish, Protect or Promote brand
Prospect for Leads and Sales
Conduct Service & Fulfillment
How influential are you?
Are you broadening your reach?
Do you convert awareness to action?
Your customer sentiment score?
Decide your Tactics
The following matrix shows how to allocate your resources to accomplish your goals
Establish, Promote or Protect a B2C Brand
Establish, Promote or Protect a B2B Brand
Become Known for Thought Leadership
Prospect for and Generate B2C Leads and Sales
Prospect for and Generate B2B Leads and Sales
Conduct Services and Fulfillment
Deserves most of your attention
Should be your secondary focus
Consider if you have the resources
Social Media plan & execute…
Step 4 measure it all, listen, learn and keep trying new things
Case studies Adding new value to your customer’s lives online…
Pfizer – Revolution for ‘companion animals’
Insights: Dogs get fleas and heartworms. Many people love dogs more than their human family and will do almost anything to ensure they are healthy, happy and live a long life
revolution Brand Proposition: “effective medications committed to the love, health and happiness of your companion animals”
Pawclub.com.au : Australia’s most loved online pet owner community - learn, share and connect with each other every day to better care for your animals. (brought to you by Pfizer)
People can share their dog’s age and receive reliable, unbiased, up to date information, tips, product recommendations and tools to help their pooch stay happy and healthy – who’s a lucky boy…
Geo-location / Google Maps helps you to find the vet/product closest to you
Dove – Real Beauty Sketches Redefining what is real beauty
Dove Brand Proposition: “Dove aims to redefine what is real beauty – to change women's perceptions about beauty and make them become more confident of their own true beauty
Dove Real Beauty Sketches: “The aim of this global campaign is to show women that they are more beautiful than they think they are by comparing self-descriptions to those of strangers.”
Insights: “Only 1% of Vietnamese women think they are “beautiful.”
Dove requested Vietnamese woman to collaborate in creating Vietnam’s largest photo album of real woman with real beauty
Being Brand Social In summary…
In summary… To be Brand Social…
Step 1 - Define your ‘Brand Personality’
The emotional connection with your customers Step 2 - Define your ‘Online Value Proposition’
Create additional value – beyond your core product or service Step 3 - Define & align ‘Goals, Metrics & Tactics’
Plan & execute - integrate ‘owned, paid and earned’ touch points
Step 4 - Measure it all, listen, learn and keep trying new things A long-term commitment – a meaningful, enduring impact takes time
Proposal
Appendix
Chris Elkin Managing Director
A UK Chartered Marketer and based in S.E. Asia for 13 years, Chris has helped to build many famous brands throughout the U.K., S.E. Asia and Vietnam. Based initially in London, New York and then Singapore, Chris has held a number of big agency regional Asia-Pacific roles, with in-market experience ranging from Japan and Hong Kong to Singapore, Malaysia, Indonesia and Vietnam with brands including Tiger Beer, Levi Strauss, Citibank, Credit Suisse, Malaysia Airlines, Volkswagen and L’Oreal. Chris came to Vietnam in 2005 managing the largest FMCG account in Vietnam. As partner and Managing Director of red, his active clients include a broad range of brands in the FMCG, Retail, Education, Personal Care, Healthcare, Real Estate and Financial Services categories, including partnerships with Unilever, VinaCapital, Viet Capital, VinaMilk, Friesland Campina, Diageo, Phu My Hung, LG Cosmetics, Kimberly-Clarke, Dulux, Big C, Commonwealth Bank, Liberty Insurance, Apollo English and Budweiser.
Credentials Connect with us at: red.tm/team
For more information visit: red.tm
Credentials
Digital - Measurement of Success
1) Awareness
2) Brand OVP -‐ first impressions
4) Acquisi<on -‐ new members / sales
Most popular content
Next page seen aDer homepage
% Homepage Abandonment
3) Engagement -‐ quality of interac<ons
Promo<on Entries
Social Media Viral Sharing
Consistently measure your digital interac<ons to increase the relevance of your online vale proposi<on
5) Loyalty -‐ repeat engagement / brand pref’ Membership, Brand preference & sales growth over <me % Repeat Visitors
Average Visit Length
Number of downloads / Visitors
Page views per Visitor
% Traffic on homepage
Membership Registra<on -‐ opt in / out
Brand Sales
Total Website Visits Page views
Referral touch point sources
Brand website
Touch Points
